This study aims to investigate the effect of green value on attitude and sustainable transportation engagement and the mediating role of attitude on the relationship between green value and sustainable transportation engagement. A survey was carried out on students in a public university. A sample of 107 students was obtained for this study. The data was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that green value and attitude had a significant influence on sustainable transportation engagement. In addition, attitude played a mediating role in the relationship between green value and sustainable transportation engagement. The study provides valuable contributions for both theory and practice in the area of eco-campus. Theoretically, the study extends the value-attitude-behavior model in the context of sustainable transportation and adds to the body of literature of eco-campus. This is among the first studies conducted in Malaysia that investigates factors that contribute towards sustainable transportation engagement among students. In terms of managerial significance, the results provide guidance to policymakers to help them plan for strategies to enhance students’ engagement in sustainable transportation in the future.

The study aimed to perform a further analysis of the society’s awareness towards the natural environment, especially the awareness of having a healthy life, which leads them to have an awareness to use a natural-based product (environmentally friendly product). Furthermore, this awareness acts as a guidance for them to become consumers who care about their environment and also the material logistics management of each company to build a good customer relationship management with their customer. Along with this phenomenon, however, several reasons regarding the increase of environmentally friendly product consumption are unknown. This study focused on antecedents generating green purchase behavior, namely, social influence, green attitude, green value, and green trust. The approach applied in the study was a purposive sampling method with the 450 respondents in all over Bali. The finding showed that the social influence did not significantly impact the green purchase behavior. On the other hand, green attitude, green value, and green trust brought a positive and significant impact toward green purchase behavior. Social influence, green attitude, and green value influenced positively and significantly toward green trust. Green trust played a role as the relationship mediator of social influence, green attitude, and green value on green purchase behavior. The study was limited as it belonged to cross-sectional and longitudinal study, and it needed a lengthy period to validate the finding. It only accommodated the consumer’s green purchase behavior in Bali. Hence, it cannot be generalized; however, it can be developed in another area. Moreover, the practical implication for the producers of the environmentally friendly product is that they can be more attentive to certain variables that generate the green purchase behavior. The authenticity of the study is that the social influence does not influence the green purchase behavior toward the society in Bali. Furthermore, this study supports the Theory of Reasoned Action (TRA) particularly in marketing the green product. The study is a more completed model development of the green purchase behavior. Furthermore, the variable in this study is worth considering in developing the environmentally friendly product.